We are all human beings who need a certain amount of privacy, but at the same time we don’t want to be bothered with clutter that we don’t need. We only want to be presented with information that is applicable and of value to us. Therein lies the paradox. In the context of, for example, the AVG legislation, the use of Data Management Platforms and the disappearance of, for example, Google Tracking cookies, it is becoming very complex to determine what you, as an organization, can and may still do in the area of sales. How do we ensure that we can continue to sell and grow efficiently, while respecting the privacy and wishes of our prospects? In this article, we highlight a few trends to consider.